SPORT AND DISCUSSIONS DEFINE DAY ONE OF MICANVAS 2015 | Press Release

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Ahmedabad, October 30, 2015

The most awaited marketing festival of the year by the only Strategic Marketing and Communication school in India set the stage for an exciting experience today. As the dawn unfolded, students of several top management campuses across the country began filtering in to the MICA campus at Shela, to participate in the array of events scheduled for the festival. Friday was characterized by the exciting NBA Jam on campus, which welcomed world renowned NBA star Mr. Jason Richardson for the first time, and an enriching panel discussion, ‘MindSpeak’, which saw eminent personalities from different segments of the industry come together to participate in a lively discussion about disruptive innovation.

The NBA JAM, a half court 3 on 3 basketball league, this year, featured about 80 teams from various cities. Simultaneous matches were played on 3 half courts which were constructed by the NBA team.Jason Richardson, a former NBA star for the past 14 years, was the main highlight of today’s event . Along with showing some amazing techniques with the basketball , he also played a 3 on 3 match with some of the participants.Riddhi Sharma, a PGP 1 student of MICA who played with Jason, said that it was the best day of her life.The event is co partnered by Sony Six, Jabong and Adidas and will have the finale on the 31st of October.

The MindSpeakevent began with a keynote address by Mr. Manish Vij, Chief Executive Officer at SVG Media.Mr. Vij is also a renowned advisor and investor in various Consumer, Internet and Digital Media Start-Ups. In his address, Mr. Vij recounted several cornerstones in his illustrious and daring career. He emphasized on the power of disruptive thinking and how, through his journey from kabadibazaar.com to the recently popular dating classifieds TrulyMadly, he has embraced the spirit of reinventing oneself. “Every business has a right value it should work towards. I believe that business shouldn’t just exist to sell,” he opined.

KanikaBains, head of social media marketing at Paytm, began with a moving story about how Mr.VijayShekharSharma surmounted severe obstacles to found and develop PayTM as a successful venture and how PayTM moved from 4 to 800 people purely through word of mouth and how, later on, it created conversations by advertising behind airplane seats. She highlighted the importance of social media by stressing that true disruption begins with connecting to people and inspiring them. She spoke about innovations in hiring evolving from being role-centric to people-centric and how it enabled a workforce capable of working across verticals.

Mr. Ajay Bathija, marketing manager at Coca Cola, spoke about how Coca Cola, historically has symbolized disruption. He opined that innovation stems from need and cited the example of how Coca Cola reinvented the concept of Santa Claus to boost sales which were dropping in winter. He spoke about the power of cricket, movies and music in uniting India as a market. “People can see through flippant initiatives. Coke Studio has been able to drive conversations because of the purpose it embodies. In today’s age, brands are owned by the people- that’s how marketing is evolving.”

Mr.Ajay reiterated his belief in CSR, not as a marketing gimmick, but as a real value added to the society. “Success is defined by conversions from screen to shelf in a sustainable way. If CSR doesn’t build shareholder value, there is no point doing it.” He elaborated on Coca Cola’s initiatives to promote well-being, women empowerment and water replenishment. “Everything, in the end, adds back to increasing business,” he added. Speaking at length about Coke Studio, Mr.Ajay said, “We are not in the business of music. We are in the business of selling Coca Cola. With Coke Studio, we give them no briefs. It is our endeavor to bring folk artists to the limelight, to benefit them. This is where I believe that success is possible only through partnerships.”

Mr. AnshulSushil, Cofounder of Boring Brands, discussed about defining the nature of disruption and how startups push the boundaries of innovation. “Disruption is about daring to do something that nobody has done before. Ask yourself what your goal is and whether it will last a 100 years,” he said.

Mr. KarthikVaidyanathan, Cofounder of Momoe, a mobile payment platform spoke about how failures can shape ideas. He defined disruption in business as generating an idea that makes life easier and daring to adopt unproven business models. He warned that markets take time to adopt revolutionary ideas and it is more important to define goals appropriately.

MICA Alumni SiddharthDeshmukh, Director for product and marketing at Coconnex moderated the panel. Following the discussion, students in the audience asked several questions to the panelists. Answering a question about the foray of digital media, Mr. Siddarth said, “The line between digital and non-digital is slowly disappearing. In the future, they will all just be media properties.”

The event, which took place for over two and a half hours, served to inform and emphasize the power of disruptive thinking in business and its effective across several business structures, from startups to corporations.

Last Manager Standing, a flagship event of MICANVAS kicked off with the first one of its several rigorous rounds. An event which tests the managerial skills of the participants and their thinking abilities, this year's participation has contributions from premier B schools like IIM Ahmedabad, S P Jain Institute of Management and Research, NMIMS, JBIMS , Delhi School of Economics etc.
In aggregation, LMS has 10 rounds out of which two are preliminary and the rest are carried out on campus for the shortlisted participants across the three day span of the festival.

About MICA

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication.

Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures effective delivery of Strategic Marketing and Communication solutions to the industry, government and community.

Today, it is the alma mater of professionals serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses.

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